COVID-19 Update: It is business as usual at Vivid Ads and we are open for business! Read more about the current situation here. Find out more

How To Stand Out At A Trade Show

We all understand how important trade shows and events are when it comes to getting updated on the latest industry talk, making connections, and showing off new products and ideas. This inevitably means that the typical trade show event is packed with people and businesses all looking for attention. This competition for the attention of event-goers is what makes a trade show exciting, but it also means that your exhibit needs to be in top form so that it is noticed above the noise!

So, how can you make your exhibit stand out in the crowd at the next trade show? How can you attract the attention of event-goers so that they want to look at what you have to offer and listen to what you have to say? In this spirit, here are some of the best ways that you can make a lasting impression at the next trade show event that you attend.

Location

Location

We’ve all heard the real estate mantra – “Location, location, location!” Well, the same applies totrade shows. Where your exhibit is located will have a big impact on how many people visit your booth. No matter how big the trade show event is, it is always essential to book early to get the best spots.

One of the biggest problems is that many smaller companies or companies who have little experience with trade shows simply don’t take the location of their exhibit seriously enough. It may take a little extra money to book one of the best spots at the show, but isn’t the payoff potentially worth that extra investment?

When it comes to the best locations, this will inevitably depend on where the event is held. Generally, the best spots to grab the attention of passers-by are the ones where the most foot traffic is. This means looking at spots near entry and exit points, and even looking at locations opposite food stalls or restrooms. In short – think outside of the box and go for it!

First Impressions

First Impressions

We all understand how important it is to leave a lasting first impression on someone. This first impression tends to colour their perceptions, and when it comes to business, a positive first impression is absolutely vital! In this context, no matter where your trade show booth happens to be located, it is important to leave a great first impression with any visitors that come your way.

The following are some things to consider that can help you leave a good first impression:

 

  • Exhibit: The way that your exhibit looks will have a lasting impact on visitors. Is it clean and tidy? Is it technologically impressive? Is useful information about your business and your products close at hand? Your exhibit is the interface between your business and your potential customers. Make sure that it makes a difference!
  • Staff: Sure, it’s important that your exhibit be impressive, but what about the staff manning the booth? Are they completely up to speed on your latest products? Have they been trained? Are they the best possible staff for the exhibit? Do they understand how to deal well with people? Your staff are your representatives, so it is vitally important that they represent you and your business in the best possible way!

Making a long-lasting first impression is the key to a successful business. Every trade show event represents an opportunity to make a great first impression. Be sure to seize that opportunity with both hands!

Strategy

Strategy

Speaking of training and staff, have you outlined a clear strategy to your exhibit staff for interacting with passers-by? Have you put together a detailed plan that includes marketing materials, a sales pattern, and company information? It is important to enter every trade show event with a clear plan in place so that everyone is on the same page and understands what to do.




Advertising

Advertising

Even though attendees will inevitably turn up at every trade show event, it is still important to let people know that you will be exhibiting. This is useful information for your existing customers, and is also helpful in attracting the attention of new customers.

If you already have active social media channels, make sure that you let your followers know well before the trade show event that you will be there. Advertise where you will be, what you will be offering, and when the trade show is.

One thing that many businesses forget is that they can contact the trade show organisers and talk about marketing opportunities. Usually, every big trade show has a public relations staff to handle all marketing and advertising opportunities. There may be an opportunity for your company to advertise in local media or online. This should be in addition to any personal social media marketing that you do as a business.

Originality

Originality

You might have one of the best locations at the trade show, but this doesn’t necessarily mean that you will attract the attention of passers-by! One way to pique the interest of anyone in the area is to put together a strikingly original exhibit.

One way to do this is to use technology to make a lasting impact. Consider using large touchscreens to guide visitors through useful information related to your company. You may even come up with a marketing campaign that utilises a game for kids, to teach them about what you do and the products you sell. No matter how you approach it, the key is to think outside of the box. People enjoy originality in general because it gains their attention. It is even more important to be original at a trade show event, where there are so many others vying for attention!

Summary

Summary

These are only some useful starting points for how to approach your next trade show exhibit. There are many more that can be found online, but ultimately, standing out in the crowd comes down to attracting people through originality, making great first impressions, having a clear plan of action in place, ensuring that all exhibit staff are on the same page, and making sure that you advertise effectively.

Sheldon Maddox UniversityGraduate School

 

Category